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2015 Interactive Video Benchmarks Your video, your interactivity, your results.
| Date post: | 15-Jul-2015 |
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Marketing |
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2015 Interactive Video Benchmarks Your video, your interactivity, your results.
Innovid Benchmarks | 2015
Measure twice, cut once.If you’re like us here at Innovid, the performance of your video ads matters just as much as their creative execution. That’s why we’re presenting you with our 2015 Interactive Video Benchmarks. We’ve analyzed thousands of interactive and pre-roll video campaigns, over billions of impressions, from 2014 to set this year’s performance expectations. These metrics will help you understand how various ad formats, publisher placements and ad lengths perform with respect to time earned, activity rate, engagement rate, completion rate, and much more. We’re also introducing new benchmarks for cross-device campaigns. Video presents limitless opportunities for both brands and agencies, but there needs to be a fundamental understanding of consumer behaviors, as well as an intelligent business strategy linking together the different channels at play. These benchmarks are a step towards understanding how your video content, ad placements, publisher choices and length of video really do impact consumer behavior—and subsequently, your KPIs.
Welcome
Glossary
Activity Rate
Summary of Findings
Engagement Rate
Time Earned
Completion Rate
% Ad Viewed
Click-Thru Rate
Awareness
Viewability
Cross Device
Find Your Industry
Wrap Up
Innovid Benchmarks | 2015
Glossary
Hover over the words for the definition.Welcome
Glossary
Activity Rate
Summary of Findings
Engagement Rate
Time Earned
Completion Rate
% Ad Viewed
Click-Thru Rate
Awareness
Viewability
Cross Device
Find Your Industry
Wrap Up
Across all metrics, interactive video outperforms pre-roll video.
As expected, interactive video outperforms static pre-roll in every arena. This should surprise nobody, as today’s consumers want to—and expect to—be a part of the brand’s story. What’s really interesting is how different publisher types, ad lengths and even devices can make the biggest impact on desired audience behaviors.
Engagement rate increases by 50% when interactive units are placed on premium publishers, and improves by 34% with 30 second vs. 15 second spots.
Click-thru rates jump by 47% using interactive units designed for CTR, than static pre-roll video.
Awareness levels rise by 149% when using interactive video, as well as when executing broadcast media buys (131%). Activity rates lift
by nearly 41%on broadcast placements over other content providers and aggregators.
Ads are 75% more viewable on broadcast placements than on lower tier publishers.
Interactive broadcast placements gained an additional 20 seconds of time earned than other content providers and aggregators.
Completion rates are 23% better on broadcast placements than other content providers and aggregators. Mobile video
commands 165% more interactive engagementwhen it comes to cross-device campaigns than desktop.
Roku devices achieve a 98% completion rate and percent ad viewed rate for interactive video.
Summary of Findings
Ad LengthPublisher Type
Activity Rate
Innovid Benchmarks | 2015
When it comes to passive versus active consumers, which would you rather have? The truth is, passive advertising is best for passive devices and interactive advertising is best for interactive devices. Only with interactive video can you obtain high levels of activity (clicking, viewing, social media, and so on) within your ad units. What’s more: the better the inventory, the more active participants you’ll gain.
Broadcast Other 15” 30”
N/A4.5%
Pre-Roll
Other
4.1%
5.8%
Broadcast
30”
4.8%4.0%
15”
Custom Interactive
Welcome
Glossary
Activity Rate
Summary of Findings
Engagement Rate
Time Earned
Completion Rate
% Ad Viewed
Click-Thru Rate
Awareness
Viewability
Cross Device
Find Your Industry
Wrap Up
Ad LengthPublisher Type
Engagement Rate
Innovid Benchmarks | 2015
Broadcast Other 15” 30”
N/A
Pre-Roll
Other
2.5%3.7%
Broadcast30”
3.0%2.2%
15”
2.8%
Custom Interactive
If you want consumers to take part in your brand story, it’s time to make your video ads interactive, in addition to engaging. Why? Because interactive video automatically gives consumers a reason to reach out and touch your content. With pre-roll video, the content merely passes them by—not to mention you have no idea if the content is resonating with your target audience. If that’s the case, you may as well just stick to TV. Go interactive and get the engagement insights you need to reinforce your marketing decisions.
Welcome
Glossary
Activity Rate
Summary of Findings
Engagement Rate
Time Earned
Completion Rate
% Ad Viewed
Click-Thru Rate
Awareness
Viewability
Cross Device
Find Your Industry
Wrap Up
Ad LengthPublisher Type
Time Earned
Innovid Benchmarks | 2015
Broadcast Other 15” 30”
34.2
Custom Interactive
Seconds Seconds0
Pre-Roll
Other
29.2
49.7
Broadcast
30”
34.733.015”
Let’s face it: your ad buys are expensive and precious. But what if you could expand your video length without actually paying for a longer spot? That’s exactly what interactive video is designed to do. It’s something you just can’t achieve with pre-roll. With interactive, you’re basically earning an entire full ad’s time on top of the spot you already bought. Talk about ROI.
Welcome
Glossary
Activity Rate
Summary of Findings
Engagement Rate
Time Earned
Completion Rate
% Ad Viewed
Click-Thru Rate
Awareness
Viewability
Cross Device
Find Your Industry
Wrap Up
Innovid Benchmarks | 2015
Completion Rate
75.4%77.7%
Custom Interactive
75.9%
Click-Thru Interactive Pre-Roll
Ad LengthPublisher Type
73.9% 73.8%
91.8%
80.0%
Broadcast
15”
Other 30”
Ad LengthPublisher Type
77.5%73.3%
87.0%
78.2%
Broadcast
15”Other
30”
You spent a lot of time and money creating that video spot, so it’s definitely important that the majority of users are watching it in full. Even though marginal, using interactive elements does help squeeze out a bit more video completions than pre-roll, or even click-thru units. With the right ad placement and creative, consumers simply want to see what the entirety of your video has to offer—in addition to engaging with the unit.
Broadcast
15”
Ad LengthPublisher Type
Other 30”
90.4%
73.6%
82.0%
75.9%
Welcome
Glossary
Activity Rate
Summary of Findings
Engagement Rate
Time Earned
Completion Rate
% Ad Viewed
Click-Thru Rate
Awareness
Viewability
Cross Device
Find Your Industry
Wrap Up
Innovid Benchmarks | 2015
% Ad Viewed
83.3% 79.4%84.3%
Custom Interactive Click-Thru Interactive Pre-Roll
Interactive units which are designed to draw in the audience and discover more content within the video, ultimately lead to more of your ad being seen—even more so than a standard pre-roll ad, which is easy to ignore. It’s also important to remember that the last 5 to 6 seconds of your ad are rarely seen, so put your best content forward in the beginning and invite users to engage. Not to mention, when purchasing higher quality inventory, more of your ad gets seen—a win-win for your media plan.
Ad LengthPublisher Type Ad LengthPublisher TypeAd LengthPublisher Type
15”
15”15”
30” 30”30”
BroadcastBroadcast
Broadcast
Other
OtherOther81.5%
82.6%
92.8%
88.2%
82.0% 80.0%
93.8%
86.6%
77.5%77.6%
87.0%
81.8%
Welcome
Glossary
Activity Rate
Summary of Findings
Engagement Rate
Time Earned
Completion Rate
% Ad Viewed
Click-Thru Rate
Awareness
Viewability
Cross Device
Find Your Industry
Wrap Up
Innovid Benchmarks | 2015
Click-Thru Rate
1.2% 0.8%0.4%
Custom Interactive Click-Thru Interactive Pre-Roll
If click-thrus are what you’re after, an interactive video designed to do just that will gain you far better metrics than pre-roll. However, custom interactive video is designed to keep the user in the unit itself, not clicking-thru, while utilizing the media buy to gain more ROI per impression.
Ad LengthPublisher Type Ad LengthPublisher TypeAd LengthPublisher Type
15” 15”15”30” 30”
30”
Broadcast
BroadcastBroadcast
Other OtherOther
0.5% 0.4%0.3%
0.4% 1.2%
1.6%1.6%
0.9% 0.8%0.9%
1.1%0.7%
Welcome
Glossary
Activity Rate
Summary of Findings
Engagement Rate
Time Earned
Completion Rate
% Ad Viewed
Click-Thru Rate
Awareness
Viewability
Cross Device
Find Your Industry
Wrap Up
Innovid Benchmarks | 2015
Awareness
24.1% 12.5%31.0%
Custom Interactive Click-Thru Interactive Pre-Roll
Want to know if audiences are actually seeing your ad and your impressions aren’t being wasted? In order to understand both viewability and engagement implications, knowing if users are mousing over your video is crucial. After all, only “real” people can have ad awareness. What’s more, the nature of interactive media invites users to click, mouse and engage, something pre-roll just can’t achieve to scale.
Ad LengthPublisher Type Ad LengthPublisher TypeAd LengthPublisher Type
15”
15”15”
30”
30”
30”
Broadcast
Broadcast
Broadcast
Other
OtherOther
24.9%32.0%
49.9%
28.7%20.4%
29.0%
53.3%
19.3%11.0%
13.4%21.6%
11.2%
Welcome
Glossary
Activity Rate
Summary of Findings
Engagement Rate
Time Earned
Completion Rate
% Ad Viewed
Click-Thru Rate
Awareness
Viewability
Cross Device
Find Your Industry
Wrap Up
Innovid Benchmarks | 2015
Viewability
Viewability (for VPAID) values ads based on potential eyeballs, rather than engagement, action or results. We now more than ever, have the ability to understand engagement and audience, thanks to a wealth of creative tools and technology at our disposal. However, at the end of the day, your better inventory buys get you better placements and subsequently, better viewability.
38%77%
Broadcast
49%
Portals & Publishers Platforms & Aggregators
Player Size Player Volume
Large
SmallLow
Mid
High
19%
96%
0%4%
80%
Player Size Player Volume
LargeSmall Low
Mid
High
52%
83%
21%17%
26%
Player Size Player Volume
LargeSmall
Low
MidHigh
60%77%
23%24%16%
Welcome
Glossary
Activity Rate
Summary of Findings
Engagement Rate
Time Earned
Completion Rate
% Ad Viewed
Click-Thru Rate
Awareness
Viewability
Cross Device
Find Your Industry
Wrap Up
Desktop
Desktop Mobile PS3 Roku
Activity Rate 7.9% 13.9% 10.2% 5.4%
Engagement Rate 3.2% 8.4% 1.4% 0.9%
Time Earned 48.0” 49.2” 46.0” 61.8”
Completion Rate 77.7% 84.5% 84.2% 97.8%
% Ad Viewed 85.7% 86.1% 84.4% 98.9%
CTR 0.4% 9.5% 0% 0%
Innovid Benchmarks | 2015
Cross Device
Using a network of online TV and movie providers, Innovid is able to measure the effectiveness of interactive video advertising across multiple devices, in order to understand which screens promote desired audience behaviors. Mobile reveals the highest potential for engaging audiences through interactive advertising, as they are more willing to spend time with ads on their mobile devices and tablets. But as with any strategy, it’s important to cover off on multiple avenues in order to reach maximum ROI on your ad spend.
Welcome
Glossary
Activity Rate
Summary of Findings
Engagement Rate
Time Earned
Completion Rate
% Ad Viewed
Click-Thru Rate
Awareness
Viewability
Cross Device
Find Your Industry
Wrap Up
Innovid Benchmarks | 2015
Find Your Industry
Now that you’ve digested the video benchmarks as a whole, you probably want to know what works for your exact vertical. Good news: we’ve got it! We can provide benchmarks for almost any industry.
Simply email your account rep or [email protected] and we’ll set you up with your custom data.
Entertainment Finance/Insurance
Telecom
Gaming
QSR/Restaurants OtherPharma
Auto
Retail Travel/Tourism
CPG: HouseholdCPG: Food andBeverage
Welcome
Glossary
Activity Rate
Summary of Findings
Engagement Rate
Time Earned
Completion Rate
% Ad Viewed
Click-Thru Rate
Awareness
Viewability
Cross Device
Find Your Industry
Wrap Up
Innovid Benchmarks | 2015
Innovid Headquarters30 Irving Place12th floorNew York, NY 10003Tel: +1-212-966-7555www.innovid.com
The numbers don’t lie.When it comes to pre-roll or interactive video, the choice is clear. The power that combining digital and interactivity yields is the next step in the evolution of consumer behavior.
Today’s audience consistently show a willingness to engage and participate with brand campaigns, so long as they’re convenient and tailored to their tastes. Passive content simply doesn’t satisfy the behaviors of audiences.
Are you ready to see how digital video can be easily transformed to draw in the consumer and invite them to interact with your brand story across multiple devices? You’ll earn more time, closer connections and better ROI. If your current creative strategy isn’t capable of communicating with your customers in these ways, you might want to see what Innovid’s interactive solutions are capable of.
Let Innovid take your audience on an interactive journey—and lift your brand higher.
Welcome
Glossary
Activity Rate
Summary of Findings
Engagement Rate
Time Earned
Completion Rate
% Ad Viewed
Click-Thru Rate
Awareness
Viewability
Cross Device
Find Your Industry
Wrap Up
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